The Effect Of Brand Personification Communication Methods On Brand Attitude

With the advent of the Internet era,TV media and social networks have penetrated into the details of people's daily life,exerting a profound impact on people's consumption patterns,and the relationship between brands and consumers is gradually getting closer.Enterprises begin to pay more and more attention to relationship marketing and commit to establish and maintain a close relationship with consumers.Previous studies have proved that brand personification can effectively improve consumers' brand attitude,but most of them focus on the impact of external and internal personification on consumers,while there are relatively few studies on the social personification especially anthropomorphic communication which is most impressed on consumers.Although brands may adopt various forms of anthropomorphic communication methods to interact with consumers in real life,few studies have explored the specific classification of these methods and the internal influence mechanism of consumer attitude.Therefore,based on the literature analysis of anthropomorphism,this paper classifies the anthropomorphic communication methods,conducts an empirical study based on the experimental method,collects data through questionnaires,and then analyzes the experimental data with the help of SPSS and other data analysis software to test hypotheses and discuss the influence of anthropomorphic communication methods on consumers' brand attitudes,so as to further enrich the theoretical research of anthropomorphic communication and provide guidance for enterprises to formulate anthropomorphic marketing strategies.Based on the relevant research in the field of social psychology,this paper applies the stereotype content model to anthropomorphic marketing,and divides the anthropomorphic communication methods into two categories: the warm anthropomorphic communication method and the competent anthropomorphic communication method.This paper focuses on the differences between these two types of anthropomorphic communication on the influence of consumers' brand attitude,the internal influence mechanism and boundary conditions.In this study,two sets of experiments are conducted to verify the hypotheses.The first experiment shows that there is a significant interaction between self-construction and anthropomorphic communication method.Consumers with different self-construction will prefer different types of anthropomorphic communication methods,and only when they produce a matching effect and lead to a higher information processingfluency,consumers will hold a more positive brand attitude towards the brand.Specifically,when consumers are independent self-construction(vs.related self-construction),the brand adopting the competent(vs.warm)anthropomorphic communication method will lead to higher information processing fluency and consumers are more likely to generate positive brand attitude.On the contrary,when consumers are related self-construction(vs.independent self-construction),the brand adopting warm(vs.competent)anthropomorphic communication method can lead to higher information processing fluency,which is more conducive to the positive brand attitude of consumers.Experiment 2 manipulates the mediating variable---the information processing fluency,and the result further confirms that the information processing fluency plays a significant mediating role in the interaction effect of anthropomorphic communication method and self-construction on consumers' brand attitude,which improves the research conclusion.This research combines the practical cases in marketing practice,takes the stereotype content model of social perception field as the classification basis of anthropomorphic communication method.In addition,based on information processing theory and self-construction theory,this paper explores the internal influence mechanism and boundary conditions of its influence on brand attitude,which realizes a cross-disciplinary research,and promotes the research progress of anthropomorphic communication and self-construction.For enterprises,considering the individual differences of consumers in formulating anthropomorphic communication strategies is conducive to the realization of precision marketing,which has strong practical significance.